Belinda Weaver is a wordsmith with a difference. She goes against the grain to deliver exceptional results for her clients in an edgy and professional style.

Emma Lovell, Lovelly Communications Director, met Belinda at the Melbourne Writer’s Club where Belinda was the guest speaker. As Lovelly Communications often takes on copywriting projects under our marketing umbrella, we were very interested to hear how Belinda runs her business. Her dedication to making “work-free zones” and taking time out to work ON the business not IN the business was really inspiring.

We confidently walk the line between creating engaging brand personalities and effective copywriting, knowing that with the right words you don’t have to choose between them.

8. Why did you start your business?

I started Copywrite Matters because I wanted what all business owners want: control, flexibility and freedom. At the time I didn’t realise those benefits came with a lot of hard work!

More specifically, I was planning ahead to create a working environment that was family friendly. As I live an hour or so out of Melbourne, I knew that ditching 2+ of commuting would be a great first step!

9. What’s your passion?

I bet a lot of copywriters say that their passion is writing but I’m not sure that’s the case with me. I enjoy the process of writing and the feeling of satisfaction when I know I’ve created something worth sharing, but I don’t have any plans to write a great novel.

What I do love is marketing. I love the psychology and the strategy behind motivating people to act.

Is it my one passion? Nah. I flatter myself that I’m passionate about a lot of things.

10. What do you love most about running your business?

I love only being accountable to me. It’s very addictive I am working harder than I ever did for anyone else but I love not having to jam all my personal stuff into a lunch hour, and taking my dog for long walks in the afternoon, and sometimes calling time on the day and just watching a movie instead. It doesn’t happen very often but I love not having to explain myself to anyone.

The other side of that is the joy of knowing that the rewards of all my hard work really are mine to enjoy.

11. What are three difficulties you face in running your business?

Strategic development. I know I need to spend time working on my business not just in my business. Who hasn’t heard that before?! But it can be easy to let things slip in favour of billable work. To combat this, I started “closing” Copywrite Matters every Friday. My out of office goes on and I don’t do any client work. Doing this has helped me ensure I have time to work on more strategic tasks like thinking about my business plan, analysing my finances and developing content products.

Switching off. With a smart phone and tablet never far from reach, and a team that is scattered around the globe, it’s hard not to check emails and take care of those quick 5 min jobs. It’s something I’m working on as I know how important it is for my mind to have completely work-free zones. One day a month I also take a “creativity day”, when I head out into the city to enjoy a creative activity with no specific agenda. My favourite hangout is the museum!

Systemisation and documentation. I am a firm believer in the idea that a strong process saves a lot of grief and hassle. I have started formalising and documenting my processes – from the first enquiry to the final invoice and beyond – to ensure I can deliver consistently high service all the time. Good customer service is something that’s really important to me. It’s an ongoing challenge but I know it’s worth doing.

12. What are three pieces of advice you would give to someone starting their own business?

Believe in yourself. That sounds like a cliché but if you don’t believe you have something to offer, why would anyone else?

Spend time on the big hairy questions like who your target market is and what you actually offer them that’s different to everyone else. Those things might evolve the longer you’re in business but the more time you spend on them, the better your marketing will become.

Make regular time for marketing, especially when you’re busy. Marketing is the power behind your lead generation so if you stop marketing, you’ll run out of business. If that happens, you’re looking at a long time to build the momentum again.

13. How do you manage a work/life balance?

Work life balance is an ongoing challenge, made all the more difficult because of smart phones. When an email comes in it’s very hard not start thinking about it, even if I don’t do anything about it.

I’m lucky to have a designated office cave in my home so I have productive workspace that doesn’t compete the space in which I relax and have fun. I think that helps.

The longer I run my own business, the more value I also place on “work-free time”. It’s important to rest your brain and soul from the task of running a business, let alone the creative task of writing copy every day.

I kinda suck at it, but I’m getting better.

14. What movie most inspires you in running your business?

I can’t say I’ve ever thought of this before but I’d say, Working Girl! Ambition isn’t something you can or should stamp down and if you keep your eyes and ears open, there are always opportunities to reach your goals.

That sounds quite profound doesn’t it? But it’s true. I must watch that movie again!

15. The best book to read before starting a business or when running a business?

I have to admit that I don’t have a great answer for this one. I think it’s important to always learn and reading (blogs, books, whatever) is a big part of that.

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Published by Emma Lovell

My name is Emma and I'm a busy gal. Owner and Director of Lovelly Communications, I specialise in marketing and social media promotions. I also run a business called Lovelly Pet Sitters, we care for pets as if they are our own. Somehow, I also find plenty of time to travel! Blessed to run businesses that give me the freedom to follow my true passion, travel! I'm happiest when I'm having new experiences. Whether it's a new cafe down the road, a bucket list item like Everest Base Camp or seeing friends in another city, I truly love travelling! So please join me in my many adventures across my many sites. And please do contact me for information on any of the above!
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